There has to be something wrong with the received wisdom that online marketing, like email, websites and Pay Per Click, is all that you need to extract your business’s maximum potential. After all, why does even Google, the Internet giant to trump all Internet giants, still use direct mail?
The simple answer is that Google still appreciates the power of direct mail marketing. It knows that there remain few better ways of impacting on a specific audience, without exhausting a marketing budget. But on the other hand, online marketing is sometimes even more cost-effective, and is renowned for its immediacy.
Direct mail marketing is far from obsolete
According to Deliver magazine, customers who receive a printed catalogue spend more meaningful time on the company’s website, in addition to buying 28 per cent more on average than customers not in receipt of a catalogue – and this applies across the age categories.
Statistics like these signal the true role that direct mail marketing continues to play in a predominantly online world. The reality is that the best marketers get their direct mail and online campaigns working in tandem, using the former to drive traffic to the latter, which may take the form of a website or landing page, where prospects are prompted to complete a form.
The principles of capturing a lead really can be as simple as that, and postcard marketing makes it possible, by keeping the recipient’s attention for longer.
How can online be integrated with offline direct mail marketing?
One obvious method is to use a postcard to point a prospect to an online landing page.
Once the customer reaches that page, they are not being distracted by anything else, which keeps their attention on your special offer or discount. Compare this to simply directing them to your homepage, where there are so many more distractions.
Landing pages, then, are great for guiding prospects through an uninterrupted sales process. But once they reach that landing page, that lead won’t necessarily close immediately. So why not follow up with them, with the help of Google’s remarketing service? Use your AdWords account to activate it, so that when visitors leave your website, your ads can continue to follow them around the Internet.
In addition, postcard campaigns can be a highly affordable means of collecting email addresses for your leads, allowing you to keep in contact with customers and prospects.
What else makes direct mail marketing so effective?
Complementing your web-based strategy with a direct mail marketing campaign makes it easier for you to target the best customers through a well-compiled mailing list, and can also increase the number of prospects actually reading your message. People just don’t open emails and online advertisements as much as they do direct mail postcards.
When you need to boost awareness of your business, products and services among the right people, it’s always difficult to beat direct mail, in conjunction with the best online marketing campaigns.